Toy sales rocket by 58 per cent on eBay this Black Friday as marketplace cites ‘unprecedented shift to online’

The online marketplace, eBay UK saw toy sales rocket by 58 per cent over this year’s Black Friday period, compared to the same time last year, as housebound shoppers fueled what the platform has cited as ‘an unprecedented shift to online,’ due to the government restrictions throughout lockdown.

Among the most in demand toys on the e-commerce platform this year was the sensory toys category, that – according to data collected over the two week period leading up and including Black Friday and Cyber Monday (November 13th to 30th) – saw one sensory toy item sold every two minutes on average.

Items like Fidget Spinners and Simpl Dimple Key Rings were among the best-sellers in the category, while it was superheroes and Star Wars that dominated the most popular purchases. Both Star Wars and Marvel Avengers LEGO sets have been listed among the most popular.

According to eBay UK data, 16 superhero themed items were bought every hour over what it classes as the Black Friday period.

Classic toys and games also found an audience on the platform, with the likes of Top Trumps, UNO, and a number of board games like Scrabble featuring among the most popular purchases. The Entertainer – who itself used the platform to reach Black Friday shoppers this year – found success with its What’s That Smell party game, which was listed as the fifth most popular product with one unit purchased almost every ten minutes.

Rob Wood, head of online at The Entertainer, said: “We’re delighted to be selling on eBay and it’s been especially important for us this year when our stores have had to close during lockdowns. Sales have been excellent so far and we’re really excited about growing the business in the future.”

Talking to The Times in a recent interview piece, Gary Grant, founder and executive chairman of The Entertainer, said: “Our partnership with eBay, offering a carefully selected range of toys and games, is a great way to extend our brand to a wider audience.

“If our customers can’t visit us in store we need be where they can visit us and eBay is a great platform to reach new customers and introduce them to The Entertainer.”

The surge in demand for toys on the platform has arrived amid what eBay UK has called an ‘unprecedented shift to online,’ a shift that continued into the Black Friday period.

“We’ve seen a sustained surge in demand with consumers preparing for Christmas earlier than ever, and a distinct shift in shopping patterns,” said Murray Lambell, general manager of eBay UK. “With people largely working from home, we saw the first sales traffic peak on eBay UK at 9am, whereas last year we saw traffic hit much earlier, with commuters browsing deals on their phones on the way to work.”

The top 5 best sellers ranked as follows:

LEGO 202 Christmas Mini Figures
Push Pop Bubble Sensory Toy
LEGO Harry Potter Hedwig
Elf Accessories Christmas Kit
What’s That Smell Party Game – The Entertainer

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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